This paper presents how new technologies applied to visual merchandising at point of sale could influence on consumer buying behavior, mainly among the young cohorts, as well as generating experience and attracting new consumers. A critical review based in literature research was performed as methodology. The references are based on the theories of consumer behavior, buying experience, visual communication and new technologies applied to visual merchandising, more specifically focused in fashion market. Although young people are a key focus of actions of visual merchandising and that currently they are not only represented by the Generation Y (Gen Y), major part of the available literature on this topic is still focused on them. Thus, the most of following considerations were focused on Gen Y, which should be insightful regarded before being extended for other nowadays cohorts. It is concluded in addition that visual merchandising technological actions become themselves influencers in the unique shopping experience, these new technologies applied to visual merchandising could provide cognitive, emotional, sensory and behavioral values perceived by the shopper during the buying process.

À minha mãe, pai, irmã, cunhado, sobrinho e avó que sempre me deram o suporte necessário para que eu trilhasse o meu caminho, sempre estiveram por perto, auxiliando-me com estrutura, motivação e inspiração que me permitiram acreditar no meu sonho. Obrigada por serem minha família. Ao Jorge, meu marido e amigo, que com amor, compreendeu a minha ausência durante o período em que estive envolvida com os estudos, sempre disposto a me apoiar e incentivar. Obrigada por ser meu alicerce. À professora Júlia Baruque Ramos, que me fez ver os diferentes horizontes, me direcionou, me amparou, me motivou, sempre me fornecendo palavras inspiradoras e orientação. Obrigada por ter acreditado em mim. Aos professores Liriam Luri Yamaguchi Yanaze, Basile Emmanouel Mihailidis, Eduardo Pinheiro Gondim de Vasconcellos, Marcos Campomar, que em distintas fases da vida, me ajudaram a entender e descobrir os caminhos do mundo acadêmico, me ensinando a questionar, pesquisar, analisar e construir. Obrigada pelas valiosas contribuições. As amigas Amanda Monteiro, Ana Claudia Tassi e Ivete Cattani pela sua amizade e aprendizado. Obrigada pelas intermináveis conversas, risadas e companheirismo.

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